This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
Brand Champion
RUM – Brand Champions 2012
2012 RUM BRAND CHAMPION: APPLETON ESTATE
The global rum category has seen increased interest in premium, super-premium and luxury brands in the past couple of years, a trend Wray & Nephew has witnessed with Appleton Estate.
The Jamaican brand bounced back from a marginal decline in volume of -3% in 2010 to growth of 4%, driven by “fairly rapid” growth of its premium products such as Appleton Estate V/X in countries that have been hit by the economic downturn.
Appleton Estate’s percentage growth outshone that of its three biggest global rivals: Havana Club, Captain Morgan and Bacardi, all of which saw volume increases of 2%.
But while the latter two have sustained relatively stable volume figures over the past few years, Havana Club’s growth has slowed from 15% in 2010.
While Bacardi’s reach across the world is nigh-on untouchable by any other rum product, United Spirits’ regional rum brand Celebration, which achieved a tremendous growth rate of 13% in 2011, is fast catching up with 15.6m cases sold.
Global Brands
| BRAND | OWNER | 2006 | 2007 | 2008 | 2009 | 2010 | 2011 | CH |
|---|---|---|---|---|---|---|---|---|
| BACARDI | BACARDI | 20.0 | 19.9 | 19.6 | 18.6 | 19.3 | 19.6 | +2% |
| CAPTAIN MORGAN | DIAGEO | 7.3 | 7.8 | 8.5 | 8.8 | 9.0 | 9.2 | +2% |
| HAVANA CLUB | PERNOD RICARD | 2.6 | 3.0 | 3.4 | 3.3 | 3.8 | 3.8 | +2% |
| APPLETON | WRAY & NEPHEW | 1.1 | 1.1 | 1.1 | 1.2 | 1.2 | 1.2 | +4% |
Source: ICD Research/The Spirits Business/m cases
Regional / Domestic Brands
| BRAND | OWNER | 2006 | 2007 | 2008 | 2009 | 2010 | 2011 | CH |
|---|---|---|---|---|---|---|---|---|
| MCDOWELL’S NO 1 CELEBRATION | UNITED SPIRITS | 6.2 | 7.6 | 9.7 | 11.2 | 13.9 | 15.6 | +13% |
| MONTILLA | PERNOD RICARD | 2.7 | 2.7 | 2.7 | 2.0 | 1.8 | 1.8 | -3% |
| CONTESSA | RADICO KHAITAN | 2.1 | 2.2 | 2.6 | 2.3 | 2.4 | 2.4 | 0% |
| OLD CASK | UNITED SPIRITS | 1.5 | 1.3 | 1.7 | 2.2 | 2.1 | 2.2 | +2% |
| CACIQUE | DIAGEO | 1.8 | 1.7 | 1.7 | 1.8 | 1.7 | 1.7 | 0% |
| BAGPIPER | UNITED SPIRITS | N/A | N/A | N/A | 1.0 | 1.5 | 1.5 | 0% |
| MADIRA | TILAKNAGAR INDUSTRIES | N/A | N/A | N/A | N/A | 1.2 | 1.4 | 12% |
| OLDE ADVENTURER | UNITED SPIRITS | 1.2 | 1.1 | 1.2 | 1.2 | 1.1 | 1.0 | -4% |
| CASTILLO | BACARDI | 1.4 | 1.3 | 1.2 | 1.1 | 1.1 | 1.0 | -9% |
Source: ICD Research/The Spirits Business/m cases